By Rob Petersen
More B2C and B2B companies plan to increase spending in email marketing this year than any other media channel according to StrongView.
If you’re like most people, a reason you opened this email is you look at your emails between 6 and 20 times a day. That’s just on your computer. On a smartphone, you could be checking up to 150 times a day says ABC News.
So maybe it’s not surprising so many companies are investing in email marketing. How effective is email marketing? Here are 35 stats that may surprise the sh_t out of you.
- 4325% Return on Investment (ROI). For every $1 spent, $44.25 is the average return on email marketing investment (source: Experian)
- 158% higher click-through rate occurs with emails that include social sharing buttons (source: GetResponse)
- People who buy products marketed through email spend 138% more than people that do not receive email offers (source: Convince and Convert)
- 91% of consumers check their email at least once a day (source:ExpressPigeon)
- 84% of all email traffic will be spam in 2014. (source: The Radicati Group)
- 82% of consumers open emails from companies (source: Litmus)
- 78% Of U.S. email users will access their emails via mobile by 2017.(source: Forrester)
- 69% of mobile users delete emails that aren’t optimized for mobile (Litmus)
- 64% of decision-makers read their email via mobile devices (source: TopRankBlog)
- 77% of us want to get marketing messages via email. There’s no close second (source: MarketingLand)
- 76% of email opens occur in the first two days after an email is sent (source:Alchemy Worx)
- 72% of B2B buyers are most likely to share useful content via email (source: Earnest Agency)
- 70% say they made use of a coupon or discount from a marketing email in the prior week. (source Blue Kangaroo)
- 69% of mobile users delete emails that aren’t optimized for mobile (source: Litmus)
- 66% of consumers have made a purchase online as a result of an email marketing message (Direct Marketing Association)
- 64% of people say they open an email because of the subject line (source:SalesForce)
- 61% of B2B marketing professionals worldwide said CTR was the most useful metric for analyzing email campaign performance, compared with 48% of business-to-consumer (B2C) marketers. (source: Ascend2)
- 60% of marketers believe email marketing produces positive ROI (source: Marketing Sherpa)
- 60% of marketing emails sent on Thanksgiving Day were opened on smartphones (source: MarketingLand)
- 59% of companies are integrating email and social channels together (source: eConsultancy)
- 48% of marketers don’t know what percentage of their emails are read via a mobile device. (Source: eConsultancy)
- 40% of B2B marketers rated the leads generated by email marketing as high quality. (source: Software Advice Survey)
- 39% of marketers have no strategy for mobile email. (source: eConsultancy)
- 35% of business professionals check email on a mobile device (source: Convince and Convert)
- 27% of consumers were more likely to say their favorite companies should invest in more email. (source: ExactTarget)
- 25% of emails are opened on iPhones (source: Email Client Market Share)
- 23% higher open rate occurs with personalized subject lines (source: adestra)
- 17% of marketers don’t track or analyze email metrics for their organization (source: MEC Labs)
- 13% of execs are now primarily checking their email via a mobile device: less than half of websites/emails are optimized for customers to view or respond to via handheld resources. (Source: MarketingSherpa)
- Only 11% of emails are optimized for mobile (source: Equinux)
- 10% more women click on mobile emails than men (source: TailoredMail)
- Only a mere 2% of marketers rated leads generated from email marketing as ‘high cost,’ representing the lowest cost channel. (Source: Software Advice Survey)
- 3.6 billion new email accounts are expected to be opened this year; by 2016, the nmber is expected to be 4.3 billion (source: The Radicati Group)
- 2X higher open rates occur on mobile devices versus desktop (source: MarketingLand)
- Monday emails had the highest revenue per email (source: Experian)
These stats prove to me email marketing is one of the most reliable investments a marketer can make. They also prove its worth taking the time to do it and measure it well.
What do they prove to you? Are they a surprise?
Rob Petersen is an experienced advertising and marketing executive and the founder of the BarnRaisers agency.
Follow Rob on Twitter: @RobPetersen